The idea was born in 2005, as a concept of events designed for consumers, at the heart of which there’s always a tasting of Italian deli meats. Over time young people have been a privileged audience of IVSI activities and it is above all for them that SalumiAmo aperitifs were born: a formula based on a guided tasting of PDO and PGI deli meats during the so called happy hours, a true rituality among the young Italians, which is an ideal moment to get them involved pleasantly. The basic idea has always been to use a convivial moment of relaxation in a positive way, to tell a little more about what many people already know about Italian cured meats.

These aperitifs were immediately organized in the trendiest places in Italy, often during major events, such as the Umbria Jazz Festival, Vinitaly or the Salone del Mobile, artistic or theatrical events, such as with comedians from the famous Italian tv show Zelig. As time goes by, SalumiAmo aperitifs have had considerable success even where connoisseurs usually go, like at the Salone del Gusto in Turin, and there have been plenty of opportunities to organize special editions in scientific forums, such as the Festival della Scienza (Science Festival) in Genoa or the Food & Science Festival in Mantua, where topics such as the nutritional impact of cured meats in a balanced diet was addressed.

After the first decade of events and initiatives, SalumiAmo has evolved, becoming something like a a philosophy, a way of living and telling about Italian cured meats. This concept combines information with tasting, a sensory experience in a convivial atmosphere in which the participants increase their level of knowledge of Italian foods, in a pleasant and conscious way. The SalumiAmo format also adapts to the location, the initiative, the environment that hosts it. The choice of locations has become more selective over time, a search for particular places, in line with the new image that Italian deli meats have conquered.

Abroad, deli meats promotion programs have been carried out with the SalumiAmo brand and according to the philosophy underlying the concept, in France, Germany, United Kingdom, Belgium, Sweden, Finland, Russia, Brazil, Canada, United States, South Korea, Japan, Hong Kong and Taiwan.

SalumiAmo® is a trademark of IVSI registered in Italy, in all EU countries, in the United States and in Canada.

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